Audience Analysis (3 Credits)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: explain key concepts related to media audiences, including audience segmentation, consumption behavior, and media influence; describe how demographic, psychographic, and media-use characteristics define different types of media audiences; apply audience research methods such as surveys, media diaries, and social media analysis to gather data about media audiences; and analyze media audience data to uncover viewing patterns, content preferences, and engagement trends for communication strategy.

Topics:

Introduction to Media Audiences, Media Consumption Behavior, Audience Segmentation, Behavioral and Contextual Targeting, Media Audiences Theories, Introduction to Audience Research, Survey Design & Implementation, Social Media Analytics & Listening, Media Diaries, Focus Groups, and Observational Methods, Analyzing Media Audience Data, Applying Insights to Content and Strategy.